Head of Search & AI Visibility

About the role

This role is remote or hybrid for candidates within commuting distance of one of our offices in St. George or Lehi, UT. Vasion is looking for a strategic, data-driven Head of Search & AI Visibility to own organic search, conversion rate optimization (CRO), AI/answer engine visibility, and digital analytics strategy across all of Marketing.

Reporting to the Director, Digital Marketing, this is a key marketing leadership role responsible for two things at once: making sure Vasion is found, cited, and recommended everywhere its buyers are searching - from classic search engines to ChatGPT, Claude, Perplexity, and Gemini - and making sure that traffic actually converts once it arrives.

The ideal candidate is a hands-on SEO, CRO, and analytics expert with real experience building AI/answer-engine visibility strategy, running a rigorous testing program, and a track record of managing outside agencies. This role manages Vasion's CRO/SEO agency partner (DataX Growth) and is expected to become the primary owner of Vasion's emerging AI-visibility and brand-sentiment monitoring tooling.

Success looks like Product Marketing, PR, Growth, and Content coming to this role for direction on keywords, linking strategy, and AI-visibility health - and Marketing's conversion rates climbing because someone finally owns that number end-to-end.

Responsibilities

• Organic Search & AI Visibility Strategy
• Own Vasion's SEO strategy across technical, content, and international SEO (AMER, APAC, EMEA)
• Own Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategy, ensuring Vasion is cited and recommended across ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, and emerging answer engines
• Own brand and AI-visibility monitoring - tracking sentiment and share of voice across search, AI assistants, Reddit, and social - partnering with PR and Product Marketing to close visibility and sentiment gaps against competitors
• Own competitive and keyword intelligence: rank tracking, share of voice, and keyword-gap analysis against competitors - Manage the agency relationships, including scope, deliverables, and performance accountability
• Conversion Rate Optimization
• Own the CRO program end-to-end: hypothesis generation, A/B and multivariate test design, execution, analysis, and rollout
• Build and continuously refine funnel maps for the website and lead-generation landing pages, using both quantitative and behavioral signals to find friction and prioritize tests
• Partner with the web team on landing page design and implementation, translating test results into shipped improvements
• Own website and digital-property personalization efforts, tailoring experiences to target audiences and segments
• Web & Digital Analytics
• Own Vasion's web and digital analytics strategy across all of Marketing, including analytics architecture, tagging, and reporting infrastructure
• Partner with the BI/Data team to integrate marketing analytics with our EDW and broader company data systems
• Own cross-channel attribution and reporting, unifying paid, organic, and web performance into a single source of truth
• Report on KPIs and revenue attainment/attribution across organic, CRO, and analytics-owned programs
• Cross-Functional Partnership
• Educate and inform cross-functional partners on organic strategy, target keywords, and pages to link to
• Partner closely with the web team to help steer website and digital property direction
• Partner with Sales/RevOps on organic-sourced lead quality and pipeline feedback
• Bring organic, analytics, and AI-visibility expertise to bear on Marketing's highest-priority initiatives, wherever they show up

Qualifications

• Requirements
• 10+ years of experience in SEO, CRO, digital analytics, or growth marketing, including senior-level ownership of organic and conversion strategy
• Deep hands-on expertise in technical SEO (schema, structured data, crawlability, site speed) and keyword strategy
• Proven track record owning a CRO program end-to-end - hypothesis generation, A/B and multivariate testing, funnel analysis, and landing page optimization - with hands-on experience in platforms like VWO or Optimizely
• Demonstrated experience building AEO/GEO strategies for visibility across AI assistants and answer engines
• Strong command of GA4 and modern web/digital analytics platforms, with experience integrating marketing data into broader BI/data warehouse systems (e.g., Snowflake)
• Experience with behavioral analytics tools (e.g., LogRocket, Hotjar) to diagnose friction and inform test prioritization
• Experience managing outside agency relationships and holding agencies accountable to scope and performance
• Excellent cross-functional communication skills, with a track record of influencing stakeholders across marketing, product, sales, and PR
• Preferred Qualifications
• B2B SaaS or technology industry experience; e-commerce background a plus given its emphasis on CRO discipline
• Experience with AI visibility/social listening platforms
• Comfort directing or building AI-assisted workflows/agents to scale reporting and monitoring efficiently
• Experience supporting international/multi-region SEO (localization, hreflang, regional keyword strategy)
• GA4 certification
• Highly analytical and self-directed, with comfort operating autonomously in a newly created role
• Key Competencies
• An authority on how organic search, CRO, AI/answer engines, and analytics infrastructure drive pipeline and revenue - not just traffic
• Obsessed with how search, conversion, and AI visibility actually work - from how crawlers parse a page, to what makes a visitor convert, to how large language models decide what to cite
• A trusted advisor who partners fluidly across Product, PR, Sales, and Marketing to align organic strategy with company objectives
• Strategic thinker who's equally hands-on: can read a GA4 property, audit schema markup, and manage an agency relationship personally
• Action-owner who brings clarity to ambiguous, cross-functional problems and doesn't wait to be assigned
• Clear communicator who translates technical SEO and analytics concepts for non-technical stakeholders across Product, PR, and Sales

Benefits

• Flexible work environment
• Vacation Bonus
• Flexible paid time off
• Paid parental leave
• Competitive pay
• A full suite of traditional benefits
• Training/Advancement opportunities
• 401k with company match and immediate vesting
• Financial wellness education
• Company-contributed HSA
• On-site perks include gym, pickleball, snacks & drinks, arcade, theater room, etc.

Our Core Values

Vasion looks for people who will exemplify its four core values and are driven to become:

• Disruptive Visionaries: Our customers are the heroes, and our role is to be a guide on their journey, truly listening and identifying the needs and wants of our customers.
• Relationship Builders: We treat people as people, building strong relationships through empathy, compassion, and honest communication.
• Candor Seekers: Candid conversations are critical to achieving objectives, and we nurture a culture of caring personally and challenging directly.
• Action Owners: Every employee takes ownership of any failures and develops a plan to win, no matter their tenure or circumstance.

More about Vasion